SET-UP GUIDE

Velocify + Marketo Integration Guide

About Velocify®

Velocify® is the leading sales acceleration platform. The company helps more than 1,500 sales teams sell more by bringing speed and control to the entire sales process. Velocify helps sales teams prospect with more precision, accelerate lead engagement, and implement optimized workflows, ultimately helping sales teams find and convert more leads.

SET-UP GUIDE

TABLE OF CONTENTS

Introduction 2

Velocify Tools Required 2

Four Parts of a Marketo / Velocify Integration 2

1. Marketo Posts New Leads to Velocify 2

2. Marketo Posts Update to Leads Already in Velocify 3

3. Velocify Posts New Leads to Marketo 5

4. Velocify Posts Update to Leads Already in Marketo 5

Configurations to be Completed in Velocify 6

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SET-UP GUIDE

IntroductionMarketing teams rely upon Marketo to attract, nurture, qualify, and deliver win-ready

leads to sales. Once a prospect moves to an MQL, however, marketing is often left

in the dark, losing visibility into how a lead is progressing down the sales funnel.

Now, you can combine Marketo with Velocify’s sales acceleration solution so every

prospect touch-point captured by Marketo is fed directly into sales. Sales teams can

leverage this data in Velocify to distribute the right leads to the right reps, prioritize

leads when they are at their highest likelihood to close, and tailor communications to

match each prospect’s journey.

Velocify Tools Required• Velocify LeadManager Software (Velocify Pulse for Salesforce.com has a different integration)

• Velocify API Access

• Velocify XML Poster

Four Parts of a Marketo / Velocify Integration1. Marketo Posts New Leads to Velocify

Velocify Data Fields

Velocify data fields must be set up to receive the new lead post from Marketo. “Marketo ID” must

be one such field.

Marketo Data Post

Create web hook to post new lead to Velocify upon the appropriate Marketo triggering event.

For each web hook, utilize the Velocify integration guide to “Add New Lead”. (API or custom

end point)

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2. Marketo Posts Update to Leads Already in Velocify

Velocify Data Fields

Velocify data fields must be set up to receive the update post from Marketo.

Marketo Score Fields:

• Behavioral Score

• Marketo Score

• Demographic Score

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Marketo Interesting Moment Fields:

• First Interesting Moment

• Recent Interesting Moment

• Interesting Moment 1

• Interesting Moment 2

• Interesting Moment X

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Velocify Actions (Logs)

Create a Velocify Action for each Marketo Interesting Moment.

Marketo Data Post

Post must be set up in Marketo to update Velocify as Marketo Interesting Moments occur.

Create a web hook for each interesting moment that you would like to send to Velocify in real time.

For each web hook, utilize the Velocify integration guide to do either of the following in Velocify. (or

both, depending on requirements):

• “Update Field” (API or custom end point)

• “Take Action” (API or custom end point)

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SET-UP GUIDE

When utilizing “Take Action”, the logs will be stored in Velocify for each Marketo Interesting Moment.

3. Velocify Posts New Leads to Marketo

Use Case

While all digital leads will originate in Marketo, leads that walk into the office, email their information

and phone in might originate in Velocify so this section is critical.

Marketo Data Fields

Marketo data fields must be set up to receive the new lead post from Velocify. “Velocify ID” must be

one such field.

Velocify Data Post

Post must be set up in Velocify. Utilize Velocify XML Poster tool to do so.

4. Velocify Posts Update to Leads Already in Marketo

Marketo Data Fields

Marketo data fields must be set up to receive the update post from Velocify.

Velocify Data Post

Post must be set up in Velocify. Utilize Velocify XML Poster tool to do so.

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SET-UP GUIDE

Configurations to be Completed in Velocify

There are several ways to use the rich data set that comes from Marketo to improve sales

efficiency in Velocify, including dynamically sending text messages based on a change in score or

automatically adapting the sales phone script based on a change in the lead’s Marketo activities.

However, the most common use cases will be to distribute and prioritize (and redistribute and

reprioritize) leads based on the data coming from Marketo:

Distribution

Create a distribution rule set to automatically assign new records, per business rules.

Create a distribution rule set to automatically assign existing records that have reached a specific

milestone or data criteria, per business rules.

Prioritization

Create a rule, or set or rules, for each Marketo Interesting Moment that should trigger the re-

prioritization of a lead.

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